Sunbed Scramble: The Art of Creating Scarcity

Chris Webber considers how the benefits of scarcity can be brought into play to positive effect during a negotiation.

Thomas Cook, a UK based travel company, announced this week that they are to trial a programme where for £22 for the week, individuals can reserve their sunbed by the pool, ahead of travel.

For many, this might seem like a pointless exercise and could be brand damaging for a large company like Thomas Cook. But maybe not for those of you who have spent time surrounded by British, or for that matter German, tourists in a sunshine holiday resort...

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ABOUT THE GAP PARTNERSHIP

The Gap Partnership specialises exclusively in negotiation. We influence the profitability and market value of over 600 global companies across the world’s largest economies. Through our negotiation consulting and negotiation training we provide tailored solutions to support their commercial negotiation needs and live negotiation challenges. Together with our clients we optimise the commercial opportunities they have created.